Customer Relationship Management
Topic: “Understanding Customer Needs in the Tourism Industry”
Instructor: Xevelonakis, E.
Heraklion , October 17, 2005
Gkirtzou Aikaterini Zachopoulos Antonis Kapravelos Alexandros Livadas Georgios Michou Maria Papavasileiou Vasilikh Papadakos Panagiotis
1478 1470 1535 1469 1269 1574 MET
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Historical data for developing effective models 7...... Transition from product centric to customer centric view 5....1 The knowledge of CRM to customer advisor 8....... Introduction 2................... Customer Orientation 3................ The tourism market in Crete 2.........1 Competition 2............... How to collect and analyze customer data 4. II
1......2 Profitability 2. Customers’ segmentation: techniques 6.........2 Tourist Campaign APPENDIX A: Statistics APPENDIX B: References
1 2 2 3 4 6 7 9 13 14 16 16 17 18 20
..................... Next Best Offer Model 8......3.. Developing models and campaigns 8...TABLE OF CONTENTS
LIST OF FIGURES
1950-2020 9: Tourist arrivals in Crete 10: International tourist arrivals by region 11: International tourist arrivals. 1950-2004 Pages front page 2 3 3 4 5 5 18 18 19 19
.LIST OF FIGURES
Figure 1: Hellas 2: Hotels in Crete during 2002 3: Accommodation nights 4: Hotel usage 5: Main tourist companies of Crete 6: Tourism orientation in Crete 7: International customers’ orientation 8: International tourist arrivals.
but Attica was the most popular destination. However. with the consequent development of facilities and infrastructure. saw revenue increase by 28% in 2004 over the previous year. sports and spa tourism. Moreover. tourism represents a significant source of foreign exchange in the country. while 800. Hotel revenues were positively affected by the Olympic Games. to account for 63% of travel accommodation value in 2004. Positive growth factors for Greek tourism came from the 2004 Olympic Games. Domestic tourists prefer the same destinations. prevented more dynamic growth. Corfu and Rhodes. which accounted for the largest share of value sales. Hotels. Incoming tourists prefer to visit popular seaside resorts. the slowdown in the global economy. with tourism accounting for 18% of total Greek GDP. The Greek travel and tourism industry in 2004 is characterised by two contradictory factors: the successful organisation of the Olympic Games and the simultaneous decrease in both tourist arrivals and tourism spending.INTRODUCTION
The importance of tourism in the Greek national economy is high. such as the islands of Crete.
. while self-catering sales value was negatively impacted by the reduced tourist inflow during the rest of the 2004 season. in combination with competition from low-cost Mediterranean countries and the dependency of hotel operations on European tour operators. while the promotion and enhancement of alternative forms of tourism by the Greek government could also provide opportunities to private investors. More generally the use of new technology is likely to boost travel and tourism. as it provides many alternative destinations for short-term weekend trips. while the Cycladic islands are also commonly visited. such as marine. as well as the introduction of new forms of tourism.000 people are employed in tourism-related operations. Travel accommodation saw growth in both value and volume terms over the review period.
uplands. unspoiled beaches and resorts. *Beds per Hotel.247 36.947 27.31 million. Today the 1/3 of global tourist visit Mediterranean Sea.100 120.880 40.8% • Rethimno 19% • Lasithi 17% It is worth to mention that during the 2002 the 68% of night of accommodation were in luxurious hotels. Tourists manly go to Herakleion.
. In particular the percentage of theses hotels among the prefectures of Crete are: • Herakleion 46% • Chania 17. Total nights of accommodation nights in Create haven’t chanced between 2000 and 2002 at a level of 12 million according to the data shown on Table 2.2% during the 1999 in Crete. valleys. however the percentage of the beds was 39. Crete refrains from Europe 100km.492 5.31% in category “A”. In addition Crete has an extremely varying environment.666 Average Size* 488 209 98 56 33 88
Source: Region of Crete. scenic villages. A large number of. As we can see on the Table 1 the percentage of category’s “A” hotels is was 14. 13.
Table 1: Hotels in Crete during 2002 Class AA A B C D&E Total Hotels 21 177 284 728 156 1366 Beds 10. Asia 175km and Africa 300km so it is a popular destination for Mediterranean Sea’s tourists. This shows that the luxurious hotels outweigh the other types of hotels in Crete and that they are the main part of local tourist industry. big and luxurious hotels are placed all over the Cretan land. in the center of which Crete is placed. mountains. then to Rethimno and Chania and finally to Lasithi according to Table 3.1%.92% in category “AA” and 54.Competition
The phenomenon of peoples’ temporary migration on amusing purpose (tourism) has its origin in the Mediterranean Sea. However there was a reduction in comparison to 1999 when the accommodation nights were 1. Considering all these facts it is obvious that there will be a great competition in tourist industry.
This analysis will judge the main tourist companies on sever criteria which are listed below.77 77.
Table 3: Hotel Usage 2000 83.7. The methodology of this analysis is based on a cross reference and a statistical analysis of the financial pointers of every company.43 74.94 2001 76. So the analysis of the Cretan Tourist Industry and its profitability is extremely vital and interesting. By being almost the 50% of the total business in Crete.457.526 14.12 2002 77.879 13.9% -5% 1% -3%
Source: Region of Crete 2002.367 13.116.01 66. Tourist Industry is traditionally one of the biggest infant that offers economic growth opportunities.33 73.
Tourist Industry is a major part of the Cretan Economy.28 72. according to Table 3 Crete is very competitive because not only there is a large number of hotels but also they are usually full.206.01 77.9% 10.579.14 79.63 79. When it comes to competition of Cretan tourism to the rest of Greek tourism.10 75.116 Variation % 2.08 65.893.07 73.41
Herakleion Rethimno Chania Lasithi Crete
Source: National Tourism Organization of Greece.7 14.Table 2: Accommodation Nights Year 1998 1999 2000 2001 2002 Nights 12.98 86. • Sales / Assets • Gross Profit / Sales • Sales Cost / Average Level of Fund • Quick Assets / Near Future Obligation • Basic Period of Vitality • Self Funds / Self Funds + Obligations
4% during the period 2000-2002.5%. whose participation on the total number of nights varied about 93% during those years. It is remarkable that the vast majority of accommodation nights regard foreigners. The totals sales have reduced by 8.•
Total Obligations / Period of Self-Liquidation
The outcome of this analysis is presented on the Table 4 by checking 500 different scenarios by taking into consideration the 7 criteria and their importance. 2000 15 9 11 8 10 13 16 14 17 2001 13 16 8 11 10 15 14 15 16 2002 16 14 12 12 8 11 15 13 14
There is also observed the main hotels have increased their assets by 27.5% during the 2000 – 2002 (from 4.474.236 euros during 2000 to 4. counting about 12.112.
During the last five years the tourism market in Crete has been quite stable.443 euros during 2002) for the general tourist companies. Table 4: Main Tourist Companies of Crete.000. On the over hand hotels have increased their infants by 11. This increase was funded 50% from self-funds and 50% from foreign funds.000 accommodation nights per year. Company CRETA TRAVEL BUREAU CRETAN HOLIDAYS CANDIA DASKOTELS HELLENIC ISLAND SERVICES IRAKLIO EL GRECO HOTELLS SUMMERLAND SEVE STARS Source: National Tourism Organization of Greece.
in contrast to southern European countries.000.000 6. a possibly low income of southern Europeans which does not allow them to travel abroad.000.000. such as Spain.Table 5: Tourism orientation in Crete
Tourism orientation in Crete
14. Britain Scandinavia Netherlands France Austria Belgium Switzerland Italy Other countries Eastern Europe
Source: Region of Crete. 2003
Possible causes of that situation could be either low promotion of Greece as a vacation destination at those countries.000. It is obvious that Northern and Central Europe contribute the most to the total of international tourism in the island. which are hardly represented at all. France and Netherlands. Portugal and Italy.000 4.000 8.000 2. in order of contribution: Germany. 2003
The major sources of international tourism in Crete are. Great Britain. Scandinavia.000 0 1998 1999 2000 2001 2002
Number of accomodation nights
International Tourism Domestic Tourism
Source: Greek National Tourism Organization.
Table 6: International customers’ orientation
International Customers' Orientation
Germany G.000 12.000 10.000. or the fact that Greece shares similar
My Database . etc. • Purchase Data: How often they buy. causing their residents to choose other destinations. Information to collect can be basic. It is a simple and quick solution. external customer data can provide additional profitable insight and help the company market to similar customers. Corel Paradox . demographic data and statistics can be acquired from relevant government research. After the data has been collected. geography.).Provides a growing small business an alternative to MS products.
. Finding relevant. Purchase patterns should be sorted to determine who is buying the most. when they buy. Business solutions such as customer data mining should not be abused. • Marketing Data: How they first learned of your product or service • Demographic Information: age. type of business they belong in etc. However the company should be very alert on privacy laws and issues in concerning customer data. Data groups can include: • Customer Name • Complete Address • Contact Information: Phone. There are various commercial tools available for companies to aid them analyse the data they have collected.
How to collect and analyze customer data
Collecting customer information in the Tourism Industry is the starting point of building a valuable customer list. e-mail. marketing channels should be identified. so that certain assumptions can be made.scenery and geomorphology with those countries. and income Customer data collection does not just have to be information that has been collected internally. from names and addresses to more in-depth demographic data such as income or age. The percentages of arrivals of charter flights at the two major airports of Crete appear in Figure. Finally. it should be sorted and analyzed. Maybe a certain customer group spends twice as much as the typical customer. Lotus Approach . A part or all of the customers should be cross-referenced with demographic data to determine what they have in common (orientation.Fits with growth companies planning an investment in technology for managing customer information.Excellent for growing company environments. including: • • • • • Microsoft Access . or other referral sources. FileMaker Pro .For the many one-person companies.For the technically challenged small business. etc. The bulk of a tourism company’s customers could come from its website. For instance.
It’s a matter of mastering the steps before you go out and try the dance. The company should be warehousing: • Legacy data: • Call center data: • Promotion response: Transactional information. and ultimately to purchase (the “marriage proposal”). demographics. Understanding customers begins with identifying them. And each morsel of data the company collects. fulfils a need. Middle ground options are needed to propel the prospect from introduction (first date). or shows relevance and understanding about their situation.
1. helps build a picture of its customers’ behaviours. they propel you toward customercentric and keep everyone tapping their feet in time with the music. Here is why we think they are great. Given the above realities. Customer-centric still sounds like utopia — and it’s hard to chase utopia when today’s agenda is all results. 3. a business must also be able to understand and react to customers on a one-to-one basis.Transition from product centric to customer centric view
Many companies approach their communications from a product-centric perspective. accelerates the sales cycle and nurtures prospects who are not yet ready for the direct sales force involvement. How often do they call? And for what reason? What is the result? Who responded? How quickly? Via what channel?
. Collect customer data
Customers leave clues about themselves at every touch point. In order to be successful. all the time. Achieved more or less in order. to interaction (subsequent dates). But many companies have found that results for the short term and profitable customer-centricity for the long term aren’t mutually exclusive. no matter how far the company has evolved past product-centric. Here are our products and/or services. 2. Do you want to buy them? In contrast. while acquiring new future best customers is known as CVM or Customer Value Management. These 10 milestones show “proof of concept” and build acceptance of customercentric ideas. Understanding the company’s current best customers and making them feel special. expecting prospects to immediately convert from awareness or consideration to purchase is analogous to asking someone to marry on the first date—it isn’t likely. a customer-centric approach solves a prospect’s problem. Middle ground interaction further qualifies prospects. In other words: 1. The only way for a business to remain competitive in this emerging environment is to focus on developing and managing customer relationships rather than a specific product market. motivations and intentions. etc. credit scores. This paradigm shift requires businesses to be able to deliver 24/7 sales and service 365 days a year. Results are the name of the game.
POS. Web.• Third-party data: • Qualitative data: • Online data:
Psychographics. Data analysis should include lifestyle data-appending that reveals who its best customers are — and who would become best customers.
2. etc. Information from each contact should be combined across channels. focus groups. lifestyle . it was able to create communications and benefits that helped increase profit per customer. it matters whether the customers want to spend their vacations on an island or an isolated place. Profiles. transactions . the company has to develop new ways of communicating with them. The customers aren’t just a way to make money. Provide avenues for customer feedback
Rarely does one-way communication garner the insight the company needs to become more profitable.. the more you’ll create relevance for them and give them reasons to be “bonded” to the company.
5. If it is a married couple with children. call centres and even quick surveys nested into promotional materials. Surveys. Identify the best customers
Enterprises everywhere are reaping greater ROI simply by focusing on most profitable customers.
6. When retailer Eddie Bauer combined data from its catalogue. Then invite feedback via the most appropriate channels for specific customer segments.
4. store and Internet silos. a newlywed couple would want to enjoy their “new” life in a more cosmopolitan place. while their parents enjoy the peacefulness of such a place. Talk to customers like customers
The more you speak to customers in a way that reflects their unique needs. spending per customer and sales channel penetration. In a tourism industry.. Consider all possible touch points: email. Analyze customer relationships
Now’s the time to start mining the data for transactional. attitudinal and behavioural patterns that get you closer to the right message/right customer/right time ideal. Combine multiple sources of data
Assembling disparate pieces of information will lead to revelations about the customers. they would probably want to go to a place where their children would spend their time playing. You’ll underscore your company’s view that each customer’s opinion matters — an important way to nurture and deepen relationships.
3. not anymore. Nevertheless. departments and divisions to help the company get a better handle on each customer and create a seamless experience across all touch points... polls.
refresh and refine each step to uncover new opportunities and reframe objectives. Revisit. Recognize best customers
Simply acknowledging best customers is a high-impact way to promote the right behaviour and build loyalty. Test personalization
Personalization has been shown to generate a 300 percent ROI in a single year. like Christmas or on the customer’s birthday. notes Jupiter Communications. Say thank you
This obvious yet often-overlooked gesture is cheap and effective.
Customers’ segmentation: techniques
When choosing market segments it is needed to ensure that the segments are: • easily identifiable and distinct from the mass market • large enough to make targeting them worthwhile • easy to reach .
. the manager should recognize their best customers and lent them a car for a couple of days for their convenience or something more cost-effective. In a hotel for example. Create an ad hoc customer committee
Forming a committee or position that focuses solely on customers and the interactions with them solidifies and protects the customer-centricity the company has achieved. And it can take many forms — from a simple card to a special service such as private shopping hours. For example a card that will be sent on a special occasion.
Keep it up
By the time the company has reached the Customer Loyalty stage. the hotel could give their best customers a special discount card for specific shops.either because they are geographically close to you or there are obvious and established channels of distributions and media through which you can target them. it is customercentric from the inside out.
9. So it’s worthy of testing on our customers.
10. But CRM is a continuous process. The company should give targeted offers based on history and demographics.
There are numerous studies and reports which break populations down into smaller sub-groups according to aspirations. • How much will it cost to reach the segment? The deciding factor will often be the marketing budget. some nationalities have a greater propensity to travel or indulge in certain activities than others geographic location/origin . • How easy is the segment to reach? Segments which are easy to reach are usually clearly defined. sailboats.for example budget accommodation providers will target people who are travelling on a restricted income purpose of travel . tents. out-of-state. Using these segmentation techniques and having the three above questions in mind there are seven customer bands that can be identified and that are especially important for Crete:
1. local. attitudes and general lifestyles. lifestyle. A sensible approach is to identify short and long term markets. equipment ownership/use . Young Free and Singles
. consumer attitudes and behaviour . and can be reached through established and affordable media and distribution channels. quality.price.instate. quantity. People choose different products according to their age and activities. snowmobiles
When prioritising market segments.RV's. family status. prepared to pay the market price for the product on offer. visitor attractions usually find that most visitors come from within one hours’ travelling time from the place where they live or are staying. can be persuaded to not choose competing products. there are three main questions to ask: • How attractive is the segment? This usually means that the segment is of variable size. a business traveller will look for efficiency and prompt service whereas a family are more likely to look for fun activities nationality . For example. For example. and fairly aware of the product. education. income.reason for travel and any special needs.In tourism market it is important not to rely only on the demographic information of the customers but also on the behavioural. However. this should not be the only criteria economic status . Having this in mind the segments can be identified through these techniques: • • • • • • • demographics – age.as the section about overseas marketing indicates. It isn’t possible to address every segment so it is essential to determine which ones will cost most money to reach and how accessible they really are. canoes.
it is very physically and mentally demanding. with weekend breaks of particular appeal to this group and last minute planning and booking a key characteristic. They have grown up with the Internet and are highly receptive to e-communication. a holiday in the Crete may be a first taste of independence away from families whereas many of those at the older end will have taken a gap year and travelled the globe. early summer. 2. . The holiday experience is an opportunity to socialise and to try out things not available where they live e. they are especially likely to be repeat visitors. their relationship is a maturing influence. Especially at the younger end. They work hard. They are experience driven rather than just wanting to see the icons. These customer bands are likely to travel with friends. surfing. life is one of extremes. DINKS (Dual income. no kids) This group is made up primarily of people aged 25 –35.g. This group is characterised by a quest for new experiences. The Internet will be a prime source of inspiration and information.g. 3. They enjoy the planning of the trip and use the holiday as an opportunity to increase their understanding of themselves. E. early autumn and their Crete holiday is more likely to be a main holiday. carrying around buggies and bottle sterilizers etc. Families with children at primary school This band of customers are tied to the school holiday periods. As they do not have families. Many are in demanding jobs and are reasonably affluent. with pleasure and delight in their young children and their development. off the beaten track activities. finding family-friendly places to eat.especially the
. it is a very special and life-enriching period. Time is often the most important commodity to them. For couples. Peer group influence is also important. they can put their own needs and desires first and create their own holiday itineraries without having to compromise. They are looking to escape from everyday reality for a while. For most. On the one hand. This group are likely to travel out of the main school summer holiday period e. with young children making huge time demands on parents. Holidays can present as many challenges and difficulties as they do opportunities for enjoyment. Many are students and so there is a strong bias to the college holiday periods. have good incomes and can reward themselves. Families with children at preschool age For parents of preschool children. whereas the solos are more self indulgent in their pursuits. This is an important target band because if this group have a great time in Crete.
4. Crete will be a second holiday (out of peak season) or short break destination.This group is mainly aged 16-24. extreme sports. enjoy a slower pace of life and have time and space to re-bond with partners and old friends – as well as rediscover themselves and regain a sense of perspective.g. no kids) and SINKS (Single income. They are cash -rich but time -poor and so a holiday represents an important opportunity to recharge batteries. On the other hand.
refreshing holiday experience. The parents in this band may also sometimes take out of peak season short breaks. They like to amble. As the children are now more independent. are eager to explore and they enjoy trying new things and soft adventure. Parents of children this age have largely forgotten how to enjoy ’Me-time’ without guilt and are used to putting their children’s needs and desires first. (leaving them with relatives or friends. who want a mix of active and restful activities. This includes the ‘Children of the Sixties’ Baby Boomers generation and there is a significant interest (amongst women especially) in a holistic approach to health and well being – as well as in health and beauty maintenance. Their children have left home and they have time and money to spend on rediscovering old interests and finding new ones. Many will still be working in high pressure jobs and will be fatigued and ready to escape the rat race for a while.summer break and half terms. without the children. Children are more likely to be interested in faster paced activities than adults. Empty Nesters This group are mainly aged between late forties and sixties. They have a growing interest in maintaining health and fitness and are looking for a revitalising. Families with secondary school age children Families with older children are more likely to go abroad for their main holiday and the children will be under peer group competitive pressure regarding going somewhere ‘cool’ /exotic for their holiday. ‘Pester Power’ is now an important influence and most activities will be geared around what the children will enjoy and tolerate. They are likely to take holidays outside the main summer holiday period and (like the DINKS and SINKS) are likely to book last minute holidays.
. The parents are likely to increasingly value family holidays as it dawns on them that there is only a short time left before their children will be independent. The beach is a prime draw. there is the opportunity for them to ‘spread their wings’ and try out new experiences in a controlled environment and for parents to have more of a say about activities they would like to do themselves. Parents will try to strike a compromise so that everyone gets to do what they want. This means that they will especially value any time available on holiday to follow their own interests and put themselves first for once. due to their allweather provision. with indoor pools and theme parks also important. They have an interest in quality products. They do not feel old and are not ready to give up on adventure. comforts and luxuries. Many of this band will be seeking to reinvent or find themselves through the holiday experience.) 5. A trip to Crete is therefore more likely to be a second holiday or short break. They are likely to be tracked by the comfort zone of Crete (easily accessible and safe). 6.
although clearly this is likely to involve more gentle activities. We can make an estimation based on their occupation. In order to create effective models for the tourism industry we have to take into consideration historical data for every single customer we are targeting.
Historical data for developing effective models
Customers want to feel special.7. it is important not to stereotype this sector as doddery and frail! ( The 70s are the new 60s. as well as interest in visiting iconic attractions so they have ‘done it’. A recent marketing survey by Datamonitor coins the term WOOFS (Well Off Older Folk) and advocates exploitation of the ‘grey pound. the 40s are the new 30s etc. They won’t have any language problems since they will speak their native language and they are accustomed to the Greek temperament and customs. Treating different customers differently could achieve a competitive advantage in the market. and customer support initiatives that focus on the customer rather than the product therefore hinge on a business knowing its customer. So for example we could propose
. The success of new marketing campaigns. However. and we should provide them the appropriate proposals. Secondly it is important to try and estimate the financial position of our customers in order to make affordable and appropriate proposals. to provide a suggestion which will be appropriate for their social standing. As people get ’old’ later. Understanding the customer needs is crucial. sales promotions. their marital status and any other information we may have available about their previous vacations. They are no longer comfortable with being just a name or a number and they are looking for personalization in all of their business interactions. their tastes are increasingly sophisticated and the new generation of ‘Golden Oldies’ is likely to be well travelled and discerning. Moreover we should take into account that some people prefer to be on vacations a specific season. customs and preferences. such as during the winter or summer. First of all we have to know the nationality of our customers. and try to contact them in the appropriate time and with the appropriate arguments.) Many will be still looking for new experiences on holiday. There will be a certain degree of personal nostalgia and interest in visiting places they used to visit when they were younger. and based on them we should make our proposals through the appropriate channels. or their property. Customers have specific characteristics. Personal comfort is a primary travel concern. Especially it is important if we are targeting wealthy people. Maybe we could also learn some information about their preferred payment way and make sure that it is provided by us. On the other hand people from other countries. if we try to make a good impression on them by contacting them in their native language. Greek people have different needs than people from other foreign countries. Third Agers (Usually 70+) This group are mainly aged 70+ and many will be in reasonably good health. Also it is important to always have in mind that people from the north hemisphere have the opposite season from those that live in the south hemisphere. Also it will be beneficial to us. especially those who don’t speak English may need to have a translator with them in order to communicate and satisfy their needs.
They are not different than any other normal person. if they enjoy clubbing. so the appropriate facilities should be available. Crete has the advantage of combining both of them. windsurfing. fulfilling the needs of every customer. ski. scuba diving. or a night cruise. like romantic dinner. so there should be available newspapers from their country. with an e-mail for example. Finally it would really be appreciated. and would like to visit historical monuments and museums. Also some people prefer to spend their vacations in a mountain and others by the sea. things that we should also take cognizance of. but require accessible facilities.to Australian people “white Christmas”. snowboard. where people travel in groups and everything is set up by the travel bureau or they like to travel on their own. So it would be helpful if we knew what kind of music they are listening to. with facilities for sea ski.
Next Best Offer Model
Revolutionary changes within the tourism industry brought about by the Internet meant the model needed to overhaul its tourism-promotion strategy to focus
. In such a case we could also make it easy for them to rent a car. Likewise we should provide appropriate medical care to people that have problems with their health in case they need it. It is also important to learn how the persons we are targeting like to spend their time after the sun goes down. Others might be interested in sports like golf and tennis. mountain climbing or rafting. with their friends. live entertainment and shows or bands playing local music or if on the other hand they prefer a more placable course of life. For them also a good channel to communicate would be through the Internet. Also some of them might be interested in history. family or their mate and feel free to go and do whatever they want. In addition many would like an organized beach/mountain. Or we could make our proposal as a honeymoon if we knew that our customer gets married or suggest a trip as a surprise to their mate for their anniversary. Most of these people would also like to taste traditional food but some others would prefer tastes they are used to or junk food. Others might be interested in the everyday life of people who still live in a traditional way. For example some might want to keep in touch with their country. in villages and are not influenced by the anxious rhythms of the life in a town. it would be really helpful to try and find out if they prefer an organized vacation. It is also important to try and provide all the facilities and services people might need. beach volley. Finally some others might be friends of the technology and would like to have access to the Internet. for example a conference. since in Australia it is summer during the Christmas period. It is up to them to decide if they prefer a guided tour or prefer to visit places that interest them on their own. It would be positive for us if we made our suggestion during a period where an event which might interest our customer was taking place. Another important aspect is the timing of our proposal. if we took into consideration people with disabilities. Furthermore. so we should provide them the appropriate equipment should be available.
visitors can plan their itinerary by accessing all the transport. looking to combine industry intelligence with market intelligence—knowledge of tourist demands and expectations. put together their own holidays. or it can be sent by e-mail to friends or travel agents. Information technology—especially the Internet—is assuming greater importance for the tourism industry. more demanding. Advanced portal technology and CRM techniques are providing tourist boards with the tools they need to collect. The ETC says that it and its member organisations need to become “information brokers”. store. This includes the application of customer relationship management (CRM) destination marketing and better branding to stimulate Web site visits and transactions. Using this technology. The role of travel agents and distribution intermediaries is thus decreasing while new business models. and are in a better position to respond to informed. tourist promotion campaigns are undertaken on a country-by-country basis. visitors are making bookings on destination sites. The personal travel book can be transferred electronically to the traveller's personal digital assistant (PDA). and less predictable tourists.
. Plus we can use the choices of the customer in order to create profiles and understand better the market. including the European Travel Commission (ETC). Builds relationship with customer The portal is treating each individual differently using information about his origin and interacts with him according to his needs and desires. Traditionally. such as low-cost airline carriers. as hi has access to all the information he needs. restaurant. no matter where they live. either on the site itself or through links. Tourist boards are. agencies can reach markets that may not be important overall to any one country but which comprise a substantial number of tourists when viewed globally. and operational excellence to the tourism industry. There is a growing demand for secure.directly on individual tourists and niche markets. Using the "my travel book" service. Benefits Reaches tourists directly It would be very difficult and expensive for us to undertake major advertising campaigns in many different countries. The intelligent tourism organisation can convert this business insight into more targeted marketing. Many industry observers. are emerging. but this portal gives us the opportunity to reach out to customers directly. organisations can improve analysis of consumer behaviour and preferences. online reservation systems and increasingly. Tourism is already the largest category of products and services sold over the Internet. and sightseeing options along the way. and make direct bookings. Using CRM and Web technologies. and retrieve all tourism-related data. predict that the Internet’s impact on tourism is poised to increase even further. and the Web is also a widely-used resource for researching and planning travel. e-marketing. As a precondition for a successful tourism promotion Web site. therefore. tourist boards are making in-depth information on suppliers’ products available. Enables travel planning The visitor to the portal can easily plan alone his whole vacation. and keep up with fast-changing market trends and increasing competition. Information and knowledge have become the most important strategic factors for success in tourism. hotel. providing targeted market intelligence. Readilyavailable information on destinations and products empowers tourists to compare offerings.
The knowledge of CRM to customer advisor
Today's tourism market is very demanding and customers are becoming more individual. It is a rule these days. But how can the company meet the customers’ wishes and needs? After creating the CRM and categorized the customers depending on their needs. that people spend time searching on their own for their desired travel destination. It is increasingly important in the tourism industry to offer individual solutions to customers changed needs and travel wishes. the same procedure could be done when customers leaves the company. Also they should target new customers directly and use their consulting expertise to convince them. Whether the company want to further develop their existing customers or impress new customers with your travel offer. giving the chance to the customers for customized travel packages and spontaneous travel arrangements. So advertising different activities is particularly promising in some places. Based on the customer profile analysis their direct marketing measures arrive where it is best for them to optimally gain business. leaving travel agents out of the game. The company should optimize the target group potentials with customized packages of products and services.
. but also price-sensitive. where potential customers can learn about or even choose this destination. in order to improve their facilities. The after sales dialog helps the company to reinforce the customer relationship through individual contact and appropriate offerings . Moreover the tourist market demands continuous communication to the target customers group. Moreover. the company should deliver this knowledge and the developed models to the customer advisors. giving us the opportunity to be flexible in changes. In other words the company ought to be flexible to meet customers’ wishes and needs. Due to these facts the company should be able to understand theirs customers needs more precisely and give professional advice to potential customers. This has been shown to increase the rate of repeat bookings. in order for him to be in position to understand their needs and wishes better.Supports local companies Through the portal. Better analysis of tourist preferences Having direct access to the needs of the customer we can use this information to provide better service.especially after the first booking. their customer advisor should have prepared some questions to ask them. when the customers arrive to the company. local companies can have direct communication with the customer. Better response to fast-changing trends Gathering and analyzing the needs of the customer will provide us a global view of the market. Furthermore. maintaining and enriching data is important for reaching attractive target groups.
These things should make the company more reliable and trusty to its clients.
. It is essential for the company to select the best way to project their facilities. Finally. if you own a hotel near a beach. On the other hand at the inbound campaign. Similarly. in order to learn more about their needs and wishes. everyone got orange while he got pineapple and they say that he was touched that the hotel remembered! This is a moment of truth for the customer interaction. but also people that need to relax and get away from city. The success of the communication campaign crucially depends on knowing what interests the target group and how the company’s message is perceived. leaflets. For example. meaning that the customers reach you by themselves. second is the design of the campaign. Based on this information the welcome drink was changed for him.g. the company ought to have your customer advisors ready. for their target group. in order to understand their needs and offer them the best solution package. All this essential information could be gathered from the customer clustering. they move forward to developing your advertising. your target group could be families with small children. At the time of check-in. The first stage of the tourist campaign was examined in customers’ segmentation. In this stage the company analyzes their channels of communication. e. The first step they need to take is to define the target group. mail. Then they should organize their facilities and offers depending on their target group’s needs. but liked pineapple. the skill that their customer advisor archived and the effectiveness of the data they had in the data warehouse. Advertising tests and test mailing design allow the company to examine how their messages are perceived. During this stage it is important to gather information and update their data warehouse. but also to select the best communication channel. the campaign ends with its evaluation. internet. providing a home away from home and ultimately customer delight. First. At the time of reservation the staff referred the guest history and realized that this person really disliked orange. etc.Tourist Campaign
The management of the campaign process contains four stages. As far as the outbound campaign when they complete the design of the campaign. In this case the target group consists of people with various needs and wishes. For example. it is to analyze the customer. there was a hotel that had to offer a 'welcome drink' (usually orange-based drink) to a delegate. It is an essential part of the whole management. due to the fact that it reveals if a campaign was successful or not and what improvements could be made. this can help the company deliver a more personalized service to the guest. Communicating with independent travelers requires a different approach than when communicating with package tourists. third is the execution and last is the evaluation of the campaign. In order to organize and design a campaign the company needs all the information they can get from the customer analysis and the market research. which was developed during the customer analysis.
Table 7: International tourist arrivals. 1950-2020
Source: World Tourism Organization
Table 8: Tourist arrivals in Crete
euromonitor. 7.world-tourism.crm2day.APPENDIX B
References: 1. 2.org/ http://www. 6.uk/educators/16-19/tourism/industry/activity/factors1.com/ http://www.233.wikipedia. http://www.ac.channelviewpublications.org/wiki/ http://www.bized. http://en.ppt 8. 5.htm
.uk/edu cators/16-19/tourism/marketing/presentation/marketing1.com www.183.104/search?q=cache:2NT9BP6OghgJ:www.ac.php http://64.about. 3.org http://sbinformation. 4.bized.com/library/EpAVkVpFyZoxUYKRLg.